You are working hard to promote your business at events, on your website, and everywhere else you go (anyone gotten a customer from the grocery store check out line?), but there are only so many hours in a day. Too bad you can’t send a personal message to that potential customer on your site at 10:30 pm on a Saturday night since you’re:
a. in bed, like me.
b. out grabbing a drink or three with friends.
c. curled up on the couch with your family watching a movie and eating ice cream.
But there’s a solution! An online video is a powerful tool that can help sell your business for you whether you’re sleeping, on vacation, or busy in the kitchen working on another masterpiece. And I absolutely promise, it’s not too hard. If I can do it, you can DEFINITELY do it!
I didn’t use my video to its fullest potential (then again, there are quite a few things overall that I would do differently if I had it to do again!), and as a marketing manager I’m still kicking myself for that. Looking back I think I appear a little snobbish and would rework my script and tone to take some of that out. Be fun! Be friendly! Keep in mind that people want to work with people they like, not necessarily someone who knows it all.
Here are my top recommendations for using video to market your cake business:
- If you are filming and editing yourself, be sure to use a good quality camera.
- If you would rather work with a professional (I did), try to link up with a wedding videographer. We’ve talked about the importance of networking before, and this is one way you could really get to know one or two in your area.
- Write your script carefully, and then have someone you know go over it with a fine-toothed comb to ensure your messaging is on-target. Then have someone you don’t know as well do the same thing. Ask for feedback (constructive criticism only, please!) and incorporate the ideas you think will work well for you. Tweak, tweak, and tweak until it is perfect.
- You get to be a famous actress actor/actress for the day! Dress the part, pay special attention to your hair and make-up, make sure everything is in place before filming, and then GO FOR IT!
- If you don’t have a commercial kitchen available, see if you can rent one out.
- Pay attention to what is in the background.
- Do something interesting while you’re talking, like…decorate a cake. You don’t want to just be a talking head, but remember that a talking head is better than a picture, which is better than no picture at all. Your customers want to get to know YOU, the person who will be an integral part of their celebration.
Once it’s complete, GET IT OUT THERE! Use it as an introduction on your website. Place a QR code that links to the video on your handouts or business card. Post it on all your social media channels (maybe not all at the same time – space it out so you’re not flooding your followers with the same thing over and over). Send it as a link in your next customer newsletter. Write a blog post about it.
Then sit back, relax, and let your video do some of the selling for you!